“in shorter form: Vision / Framing / Weakness / Pedestal / Ask The mnemonic is “Very Few Wizards Properly Ask [for help].” Here’s what it might look like before you have a product: Hey Pete, I'm trying to make desk & office rental less of a pain for new businesses (vision). We’re just starting out and don’t have anything to sell, but want to make sure we’re building something that actually helps (framing). I’ve only ever come at it from the tenant’s side and I’m having a hard time understanding how it all works from the landlord’s perspective (weakness). You’ve been renting out desks for a while and could really help me cut through the fog (pedestal).”